I originally reviewed this project back in July (see No. 14 in this massive Weekly Round-Up). It was apparently not a 'fast fail.' My comments were otherwise unfavorable.

Since then, the success of projects such as InstaGone Pro and InVinceable has changed my thinking a bit. Both broke through in the cleaning category by being different and not going after territory (carpets, counter tops. laundry) already dominated by mega-brands. This 'pots, pans and other things' pitch may just work. The involvement of Allstar is certainly a positive sign.

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About Me

I am the founder and president of SciMark Corp., a consulting firm that specializes in direct marketing techniques. I've helped launch dozens of consumer products in my career, some of which (such as the Finishing Touch/Micro Touch hair removers and the HD Vision line of sunglasses) went on to become household brands. I also helped pioneer two methodologies for identifying winning DRTV products that have become industry standards: online surveys and Web testing. In addition to publishing blogs, I contribute regularly to Response magazine and the official blog for the Electronic Retailing Association (ERA).